Established in 1949, Vosene has called in the agency following a competitive pitch, to handle a campaign that will be based around singing in the shower.

The PR push comes as it launches a new teardrop shaped bottle and introduces new additions to its original anti-dandruff product.

The Focus PR team, which beat Beattie Communications and Smith & Monger to the brief, is being led by Lucy Kenyon-Jones, senior account manager at the agency.

She said: ‘We’re particularly appealing to women as they’re the main buyer of the products, and we’re especially looking to get mums and families involved. This is an easy message to communicate which is both tongue in cheek and memorable.’

The brief will involve a range of media and also include advertising work.

Kenyon-Jones, who will be reporting to Vosene PR manager Helen Maddin, added: ‘It’s a big move for the brand and their biggest innovation in 15 years, so it made sense for them to bring in outside expertise.

‘They’re in a very competitive market and this is about diversification of what is heritage brand and taking it forward, giving it a more modern look and a wider range of opportunities to buy it.’